Updated : Dec 23, 2025
The eyes of the world are turning toward Northern Italy. With the 2026 Winter Olympics (Feb 6–22) and Paralympics (March 6–15) fast approaching, urban Italian cities from the fashion capital of Milan to the romantic streets of Verona and the jagged peaks of Cortina are bracing for a tourism event of a lifetime.
For vacation rental property managers, this isn’t just a sporting event; it’s a massive revenue opportunity. Early PriceLabs data from World STR Index and Market Dashboard shows that travelers aren’t just thinking about booking—they are already locking in stays at record-breaking rates. If you haven’t adjusted your 2026 calendar yet, you’re already behind the starting line.
The 2026 Winter Olympics and Paralympics Games Timeline: High-Demand Windows
To maximize your occupancy, you must align your calendar with the core dates and spillover windows. Booking platforms are already reporting 70-80% occupancy for key dates months in advance.
The 2026 Winter Olympics Performance: Booking Data for February 2026
What this means for property managers:
The 2026 Winter Olympics are driving a localized “supply shock.” While some traditional hosts and property managers might be hesitant, demand is overwhelming current inventory, driving staggering growth in RevPAR (Revenue Per Available Room). The Olympics are creating a “mega-peak” that dwarfs standard seasonal highs. Here is how the metrics tell the story:
- Booked Nights: Capture Early Demand. Milan is seeing a staggering 447% growth in booked nights, with 84789 booked nights, while Verona follows with 171% growth, at 7612 booked nights. This confirms that international travelers, particularly from the US and UK, are booking landmark trips 12 to 18 months in advance. Property managers should open their calendars immediately; if your 2026 dates are still blocked, you are missing out on the most lucrative early-bird surge in the market’s history.
- Occupancy: Focus on Yield, Not Volume. With absolute occupancy growth of 15% in Milan and Anterselva, markets are rapidly approaching saturation. In a high-demand “supply shock” environment, your goal isn’t just to fill the calendar—it’s to maximize the value of every night sold. Avoid the trap of booking the first property at a lower price; instead, pace your bookings to ensure you capture the highest possible rates as the torchlight nears.
- ADR: Leverage Your Pricing Power. The 144% ADR growth in Milan and 124% in Verona, with ADRs of €271 and €302, respectively, are the “gold medals” of this data set. Travelers place a high value on proximity to Olympic venues and are willing to pay premium prices. Use dynamic pricing with tools like PriceLabs Dynamic Pricing Software to set aggressive “base rates” and high floors, ensuring your prices reflect real-time competitor hikes.
- RevPAR: The Ultimate Measure of Success. Verona’s 384% RevPAR growth proves that a focused rate strategy can deliver massive returns even with modest supply growth. Because RevPAR combines both occupancy and ADR, this growth represents the total financial victory for managers who successfully balance high rates with a full calendar.
Read More: Maximize Bookings During Slow Season In Italian Urban Cities
STOP PRICING BLINDLY: Execute Your Strategy for Winter Olypics and Paralympics 2026
Ready to confidently set premium rates for the Winter Games? Your Listing Optimization is the foundation—now use the right dynamic pricing tool to translate that value into bookings. Start maximizing your ADR and short-term rental profitability today.
Start Your Free Trial NowThe Paralympic Momentum: March 2026 Insights
The Paralympics often represent a “second peak” that catches many hosts off guard. While the occupancy jumps aren’t as pronounced as during the Olympics, pricing power remains exceptionally strong.
Mar 6 – Mar 15, 2026)
*Milan’s RevPAR growth reflects a significant shift from the previous year’s low baseline.
What this means for property managers:
The Paralympics represent a significant opportunity that catches many “passive” property managers by surprise. Treat this as a high-value extension of the winter season, not a shoulder-season dip.
- Booked Nights: Sustained International Interest. We are seeing sustained international interest in Milan and Verona, with 160% and 136% growth in booked nights to 7,738 and 3,454, respectively. This shows that the “Games effect” sustains demand for nearly two months. Managers should maintain peak-season staffing and operations throughout March to accommodate the ongoing influx of high-value guests.
- Occupancy: Optimize the Specialized Crowd. Occupancy growth is more pronounced during the Paralympics, with absolute gains of 2%-4%. This is the time to highlight your property’s “operational excellence”—ensure your listings prominently feature accessibility data, such as elevators, wide entryways, and proximity to transit, which are non-negotiable for this guest segment.
- ADR: Avoid the “March Slump” Trap. While some hosts mistakenly drop prices after the Olympics, the data shows ADR is up 106% in Verona and 94% in Cortina. This is a “second high season” for urban and mountain hubs alike. Keep your rates high to reflect this scarcity-driven pricing power.
- RevPAR: Massive Gains from Low Baselines Milan’s astronomical RevPAR growth from a low baseline proves that the 2026 Paralympics can turn a historically quiet month into a revenue powerhouse. Implementing a dynamic pricing strategy will help capture last-minute bookings at premium rates, as late planners seek remaining inventory.
Read More: A Game Plan for Italy Vacation Rentals For An October Surprise
Strategies to Maximize Your 2026 Revenue
To turn the 2026 Winter Games from a massive event into your most profitable year on record, you must shift from a ‘hosting’ mindset to a high-precision revenue management strategy that capitalizes on unprecedented global demand.
1. Ditch Static Pricing Immediately
The data show that ADR is the primary driver of the significant RevPAR increases we are seeing (up to 384% in Verona). A “set-it-and-forget-it” price will result in you being booked instantly at a rate far below market value. Data from several regions, such as Croatia and Spain, show that listings in host cities using high-level dynamic pricing achieve nearly double the RevPAR of those with static rates, making manual pricing a thing of the past for 2026.
Use tools like PriceLabs Dynamic Pricing to automatically adjust your nightly rates in real time based on live demand signals, competitor activity, and localized events such as the 2026 Winter Games, ensuring you never leave money on the table.
2. Manage Your “Minimum Stay” Hurdles
For a massive event like this, “orphan nights” are a risk.
- Olympic Strategy: Set a 5- to 7-night minimum stay restriction for the peak dates (Feb 6–22) to capture long-term attendees.
- Gap Filling: As the event nears, use the “Orphan Gap” rules to allow 2-night stays to fill the spaces between longer bookings.
3. Update Your Content for the “International Fan.”
With demand from the US, UK, and Germany booming for Italian events, ensure your listing is ready:
Winter Amenities: Highlighting heated floors, ski storage, or proximity to a “stabilimento” winter version can differentiate your listing.
Localized Guides: Include info on how to get to the San Siro Stadium (Milan) or the Olympic slopes.
The “Olympic effect” is driving a significant influx, with foreign arrivals in northern Italy expected to surge by 160% in February 2026 compared with 2025.
- Capacity Shortfall: Host regions face a daily bed shortfall, making short-term rentals an essential resource.
- Hub Demand: High occupancy is spilling over into well-connected areas like Lake Como, Verona, and Trento.
- Supply Trends: While overall supply in Milan has flattened (down 4% as non-professional units exit), professionally managed inventory is growing to capture the high-quality demand.
What this means for property managers: Off-season pricing is effectively canceled. Properties within a 1-hour train ride of competition clusters should expect summer-level peaks in February and March.
Professionalization and Supply Trends
The era of “do-it-yourself” hosting is fading. Tightening regulations and guest expectations for 24/7 support are driving market consolidation.
- Professional Edge: Managed properties consistently achieve higher ADR and RevPAR than individual hosts due to stronger pricing discipline.
- Airbnb Partnership: Airbnb is a worldwide partner for Milano Cortina 2026, offering listings in 85% of host municipalities and projecting an average host income of €2,400 during the Games.
Regulatory Snapshot: Stay Compliant
Italy and Milan are enforcing strict standards to handle the 2026 influx:
- Tourist Tax Hike: In Milan, tax rates for seasonal rentals will increase from €6.30 to €9.50 per day, effective January 1, 2026.
- Safety & Identity: Hosts must display a unique rental code (CIR/CIN) and verify guest identities via cameras or in-person check-ins.
- Key Box Ban: Milan has banned street-side key boxes to prevent the “inappropriate use of public space,” with fines up to €400.
Read More: Short-Term Rental Laws in Italy in 2025
Conclusion: The Finish Line
Northern Italy’s hosting of the 2026 Winter Games represents a rare convergence of global prestige and massive economic potential, with a projected €5.3 billion impact on the Italian economy. For short-term rental property managers, the data message is clear: conventional seasonality rules are being rewritten by an unprecedented “mega-peak” event.
Success in this environment requires more than just opening your calendar; it demands a professional, data-driven approach to pricing and guest management. By leveraging dynamic pricing to capture soaring ADRs, implementing strategic stay requirements to secure high-value bookings, and optimizing your listings for an international audience, you can turn this historic surge into a cornerstone of your business’s long-term growth.
As Northern Italy prepares to welcome the world, the most successful property managers will be those who treat their rentals as sophisticated businesses—not just accommodation. The torch is already being lit for your revenue potential; now is the time to execute your winning strategy.
Frequently Asked Questions
1. When should I open my calendar for the 2026 Games?
Ideally, 12-15 months in advance. Early demand for the 2026 Winter Olympics and Paralympics is already building, starting much earlier than in previous years.
2. Which city will see the highest demand?
Based on current pacing, Milan is seeing the most significant absolute growth in booked nights (+447%), but Verona is currently seeing the highest RevPAR growth (+384%).
3. Do I need special permits to rent during the Olympics?
Yes. All Italian rentals must display a unique rental code (CIR) and submit guest data to the “Alloggiati Web” system within 24 hours of arrival.
4. Is the demand different for the Paralympics?
Yes. While the scale is smaller, the 2026 Paralympics (March 6-15) create a critical second revenue peak in host cities such as Milan and Cortina.
5. What amenities will guests prioritize?
For the 2026 Winter Olympics, highlight fast Wi-Fi (for media/remote work), reliable heating, and direct transport links to venues such as San Siro or Assago.
